The festive season and New Year's Eve festivities frequently could result in a hangover, but with restraint now the new norm, the latest drinks industry buzzword is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is approximately half the alcohol content of the traditional version – so you can enjoy the identical quantity of drinks without experiencing the worse for wear.
The Rise of Mid-Strength Options
By definition, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and full-strength options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting chimes with data showing people in Britain consuming less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not increasing, which indicates more cautious drinking habits are driving this trend.
Changing Habits and Consumer Response
Major supermarkets are responding to the country's evolving drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands increased before the holidays. Popular searches have featured UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also notable excitement around a new beer brand co-founded by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” noted an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to cater to this demand.
Wider Move and Drinker Habits
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has established a “group”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is changing,” said a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is described as enabling them to prolong their evenings without compromising on flavor, quality, and overall experience.
